PR isn’t only about press releases

Public Relations is often misunderstood. Many assume it’s only sending press releases or waiting for the media to notice you — but that mindset misses the bigger picture.

True PR is about shaping a story, building trust with your audience and journalists, and creating a consistent narrative that earns your brand a place in the conversation. It’s not about chasing headlines; it’s about being known, remembered, and respected — by your industry, investors, media, and customers.

Yet many still hold onto myths that prevent them from getting the real value PR offers. Unpack three of the most common misconceptions — along with smarter strategies to overcome them.

• Myth: PR is just sending out press releases

A press release is only one tool of many in the PR toolbox. Yes, press releases serve a purpose. They package your news in a format journalists are familiar with, offering structure, quotes, and a reference point. But a release on its own is not the story. Relying on a press release alone is like showing up to a conversation with a megaphone instead of a message.

A press release, on its own, is like a shout into the void. Without proper positioning, context, and a compelling narrative, it risks going ignored by journalists. Today’s media landscape is noisy — inboxes are flooded, and attention spans are short. To cut through the noise, you need more than a templated format.

So how do you make a press release work for you? In practice, what elevates a press release is the context you build around it. Think about how your story fits into the bigger picture. What industry problem are you solving? Why does it matter now? How does it tie into wider trends? You must also think about who’s reading it, why they care, and how it fits into your broader brand story. 

Press releases can support your strategy — but they aren’t the strategy. Strong PR comes from pairing the right story with the right media target, building relationships over time, and pitching it in a way that connects to something bigger than your own announcement.

• Myth: You should only do PR around big launches 

This myth leads many startups to treat PR as a sporadic activity — something you “turn on” only when there’s a major announcement. But that approach often leads to uneven visibility and gaps in perception. Let’s say you raise a Series A and land a feature in TechCrunch — great. But what happens three months later when a potential partner or hire Googles you and finds… nothing else?

Ongoing PR builds brand momentum and trust over time. If you only show up during big launches, your brand fades between spikes. Consistent efforts — publishing commentary, reacting to industry news, contributing insights, and always further building the team — keep you visible and strengthen credibility.

For example, between launches, you can still drive visibility by appearing on relevant podcasts, speaking at industry events, or publishing non-promotional thought leadership articles. Over time, those repeated touches compound, reinforcing your presence in the media ecosystem.

• Myth: If you build something great, the media will come

Media attention doesn’t happen by accident. Even the most innovative product or exciting story won’t automatically make waves — it needs to add value to readers, fit into context, and connect to current events. 

To earn coverage, you need a story — starting with the hook, an angle that ties your news to larger trends or industry conversations. Why is it news now? What bigger shift does it reflect? What problem does it address? The difference often lies in how you tell the story. 

For example, in our work with IOTA, we not only talk about the technology. We help shape stories around digital trust and transparency — topics that are so important as everything goes online and AI becomes widespread. That’s what makes the project stand out and the coverage stick.

Great media coverage doesn’t just happen — it’s earned through smart, timely storytelling. When you craft a narrative that connects with what the media is already talking about, you make it easier for reporters to say yes.

PR isn’t a one-time tactic — it’s a long-term strategy

Good PR doesn’t happen by accident. It’s not just about press releases, one-off launches, or waiting for media. Used intentionally and consistently, PR builds reputation, drives interest, and opens doors to new opportunities.

If your approach revolves around press releases with little impact or only show up when there’s a “big moment,” you’re missing out on the real benefits of PR. Strong brands are built on storytelling, not announcements.

Rethink your PR approach now — not next quarter. Invest in your narrative. Show up consistently. It’s not only about being seen — it’s about being remembered and respected.